The marketing and communications (M&C) functions are constantly evolving. The rise of AI, the use of big data, and market volatility are rapidly reshaping the very definition of both. The practice of marketing is being redefined by new approaches even if the objectives—growth, retention, innovation, etc.—all remain the same. To succeed in M&C, teams need to be constantly upskilling and getting smarter.
In responding to the changing environment to capitalize on opportunities and to serve customers their best experiences, it is no surprise that the top skill that chief marketing officers (CMOs) and chief communications officers (CCOs) prioritize globally is related to technology, data, and AI. But that is not all that counts.
The marketing and communications (M&C) functions are constantly evolving. The rise of AI, the use of big data, and market volatility are rapidly reshaping the very definition of both. The practice of marketing is being redefined by new approaches even if the objectives—growth, retention, innovation, etc.—all remain the same. To succeed in M&C, teams need to be constantly upskilling and getting smarter.
Key Insights
In responding to the changing environment to capitalize on opportunities and to serve customers their best experiences, it is no surprise that the top skill that chief marketing officers (CMOs) and chief communications officers (CCOs) prioritize globally is related to technology, data, and AI. But that is not all that counts.
- Constantly learn upstream on technology. At our AI event in November 2024, one of the top discussion points was how to stay informed—and how to keep informing others—of the developments in AI. This encompasses knowing what is coming next to prepare for it but also being well informed about what is happening now inside your own company and in others.
- Change is coming and you need to be in control of making that happen. The elevation of “change management skills” to third on the list is a reflection of the reframing of the M&C teams to play a more diversified role in the organization, enabled by technology but also by the evolving best practices in the functions. Again, at the AI event, this was highlighted as one of the critical management functions for M&C leaders.
- Remember, this is about growing the business. As AI and digital transformation continue to dominate the agenda, it is vital to remember that these are in the service of the enterprise, and business and financial acumen are also critical skills for the year ahead. We can all spend money, but turning that into profitable growth in the long term is the real measure of success. Note that the CFO is the most closely aligned with the CMO & CCO on accelerating AI and digital transformation.
Figure 1
The most critical skills for CMOs and CCOs in 2025
Q: Which skills are most crucial for your leaders to drive future growth? (Select 2)
Note: 288 CMOs & CCOs responded | Source: The Conference Board® C-Suite Outlook 2025: Seizing the Future
Note that CMOs & CCOs will also be developing fundamental functional skills—such as product development, pricing strategy, marketplace segmentation, promotional tactics, etc.—but the survey did not offer these responses to the broader C-Suite.
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